Dear Paul, can you tell us who gonna win it this time?

25 agencies were invited to submit proposals and be judged by Brazilian Football Confederation chairman Ricardo Teixeira, FIFA executive secretary Jérôme Valcke, supermodel Gisele Bündchen, architect Oscar Niemeyer, writer Paulo Coelho, singer Ivete Sangalo, and designer Hans Donner. The logo was unveiled last week in Johannesburg. Designed by Brazilian agency Africa, how ironic.

The winning design was “Inspiration”, created by Brazilian agency Africa. The design stems from an iconic photograph of three victorious hands together raising the world’s most famous trophy. As well as depicting the humanitarian notion of hands interlinking, the portrayal of the hands is also symbolic of the yellow and green of Brazil warmly welcoming the world to their country.

— Press Release

Out of those 25 and they chose this?! Sigh. From my personal point of view, the essence and substance is there but the execution and styling is kinda sloppy. Wonder what will ours look like and who will be the judging panel...mmmm.

Now take a look at this. Not the best of the best, but I found it a very neat job, original, corporate, honest and brazilian - and better than bloody the Gisele’s choice.